Integrated Marketing Communication

-MRINAL GAUTAMIMBA

MARKETING MANAGEMENT,CENTRAL UNIVERSITY OF JHARKHAND,April 12, 2023

Integrated Marketing Communication

Integrated marketing communication is a way of looking at the whole marketing process from the view point of the customer

Chapter Objectives

In this chapter we focus on three major questions :

How does communication work What are the major steps in developing

an integrated marketing communication program?

Who should be responsible for marketing communication programing ?

MARKETING COMMUNICATION MIX

Advertising Sales promotion

Public Relation and Publicity Personal Selling

Direct and Interactive Marketing

THE COMMUNICATION PROCESSCOMMON COMMUNICATION

PLATFORM Advertising

Sales Promotion

public Relations

Personal Selling

Direct Marketing

Print and Broadcast add

ContestsGames SweepstakesLotteries

Press kits Sales presentation

Catalogs

Packaging – outer

Premiums and gifts

Speeches Sales Meeting

Mailings

Packaging inserts

Sampling Seminars Incentive Programs

Telemarketing

Motion pictures

Fairs and trade shows

Annual reports

Samples Electronic shopping

ELEMENTS IN THE COMMUNICATION PROCESS

Encoding

Message MediaSENDER

Feedback Response

RECEVIER

Decoding

Noise

THE COMMUNICATION PROCESS

Target audience may not receive the intended massage for any of three reasons

Selective attention Selective distortion Selective Retention

STEPS IN DEVELOPING EFFECTIVE COMMUNICATION

Identify Target Audience

Design message

Establish Budget

Determine Objectives

Select Channels

Measure Results

Manage integrated marketing communication

Decide on Media Mix

Response Hierarchy Model

Stages AIDA Model Hierarchy of Effects Model

Innovation Adoption Model

Communication Model

Cognitive Stage

Attention Awareness

Knowledge

Awareness

Exposure

Reception

Cognitive Response

Affective Response

Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Attitude

Attention

BehaviorStage

Action Purchase

Trial

Adoption

Behavior

DECIDING ON MARKETING COMMUNICATION MIX

Advertising: Pervasive , has amplified expressiveness and is impersonal

Sales Promotion: Based on communication , incentives & invitation

Public Relation and publicity: High Credibility , ability to catch off guard determination

Events & Experiences: Relevant , Implicit , Implicit Direct Marketing: Customized , up to date

Interactive Marketing : Interactive Word of mouth marketing : Credible , Personal and timely

Sales Force: Forceful

FACTORS IN SETTING MARKETING COMMUNICATION

MIX

Type of Product Market Product life cycle

THANK YOU